The Word of a Power Holders’ Mouth
Through five studies we provide insights into the relationship between power and word of mouth (WOM) by showing that power moderates people´s tendencies to refrain from transmitting negative WOM, and by showing that people value WOM from a power holder more than WOM from people of equal or lower power.
Michelle van Gils, Derek Rucker, and Andrea Weihrauch (2015) ,"The Word of a Power Holders’ Mouth", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 811-811.
Michelle van Gils, KU Leuven, Belgium
Derek Rucker, Northwestern University, USA
Andrea Weihrauch, KU Leuven, Belgium
NA - Advances in Consumer Research Volume 43 | 2015
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